The Covid-19 pandemic has inspired consumers to be more mindful about their diet, often choosing food and beverage items to improve their health and boost their immunity. Research shows “80 percent of consumers plan to eat and drink healthier because of the pandemic,” according to Simporter.
In fact, the Covid-19 pandemic has brought functional beverages -- drinks offering health benefits such as vitamins, proteins -- to the forefront. Functional beverages, once limited to sports enthusiasts, have become more mainstream as health-conscious consumers incorporate these healthier drinks to reduce stress, boost energy, help with mental awareness and focus and improve sleep patterns.
Functional beverages represent only 2.91 percent of the beverage market. Allen Marketing Communications, a boutique food, beverage and lifestyle public relations agency, spotlights key insights with the functional beverages.
Expansion of the traditional market
Functional beverage drinks have been embraced by wellness enthusiasts, seeking healthy alternatives during the pandemic. Research shows consumers, also known as diet enthusiasts, or homeopathic consumers, are well educated, high income, environmentally friendly millennials who support sustainable brands.
The Covid-19 pandemic has sparked an interest among homeopathic consumers as a way to combat weight gain and add these drinks to get the same flavors of unhealthy foods with added benefits to suit dietary needs.
In this category, there is also an emerging market for the casual user who simply enjoys functional beverages simply for its health benefits.
New Spin On Traditional Beverages
Functional beverages typically have healthy ingredients such as Ginkgo, ginseng and certain mushrooms. Functional beverages are expanding since health-conscious consumers are exploring classic drinks with a twist -- flavored soda, coffee and water.
Rise in Super Plants and Fruits
Functional beverages have brought Matcha and monk fruit to the forefront simply because of the natural health benefits.
Green tea is known around the world for its health benefits. The Covid-19 pandemic has raised awareness for health benefits of Matcha, an East Asian green tea powder. Research shows Matcha tea helps with heart disease, diabetes, cancer and even weight loss. During the last couple of years, there has been a 1,200 percent growth in Matcha green tea market.
Monk fruit, another super fruit found in China and in Thailand, a low-calorie alternative to traditional sugar. Monk fruit has become an important ingredient in functional beverages. Although there is consumer interest about monk fruit, more research needs to be done to assess the complete health benefits.
Homeopathic consumers are extremely conscious about the environment. There is no surprise about the huge emphasis on environmentally friendly and renewably sourced packaging.
Our food and beverage and lifestyle public relations team are here to help you capture the share of the market and share of wealth in the functional beverage industry.
By Athanasia Gouvatsos at Allen Marketing Communications, Inc.